Business and HE links: the search for meaningful relationships in the placement marketplace ‐ part two

Second part of a two‐part article. Draws on the conclusions of the first part (Vol. 40 No. 5) with regard to a study of the buying behaviours exhibited by UK organisations in the use of placement services from higher education (HE). Explains that results showed clear differences among employers regarding frequency of interaction between university and host organisation, stages in the buying process, selection criteria used and the number of people involved in the decision. Discusses issues of service quality and relationship management. Compares findings to earlier research into placements and other education/business links. Examines the major themes which emerge from several perspectives: those of relationship marketing, stakeholders and key account management. Makes recommendations for the careful management of HE/business relationships in order to ensure the successful formation of new links and the development of lasting partnerships.